Fashion Magic: Dior Wonderland at Harrods

Posted by: on Mar 21, 2013 | No Comments

This Spring, Dior and Harrods have curated a stylish collaboration in their Knightsbridge store. A veritable Dior wonderland: the project includes a cafe, exhibition, window display and pop-up shop. A homage to the legendary designer, taking eighteen months to create, it celebrates the relationship that Harrods has fostered with Dior over sixty years.

“This isn’t a marketing tool,” Christian Dior CEO Sidney Toledano told Vogue at the launch party on Thursday night. “It’s a transmission of couture. Customers look for more today, they want to hear about the brand history – they need to understand more. Harrods and Dior share the same goals, the same concept of luxury and the same level of service. We need to explain why and how we do what we do. I want people to understand the passion, the innovation and our commitment to excellence. When I come into this room, it works so well. Mr Dior is doing something – he is here.”

Visitors are greeted by a miniature version of Dior’s Parisian headquarters and surrounded by haute couture dresses. London landmarks in mini are prevalent with the window display including some of the capital’s most famous attractions. The seminal ‘Lady Dior’ bag features prominently displayed alongside images and sketches of the designer.

Toledano went onto to tell Vogue that he believes Raf Simons has been ‘instrumental in driving a new chapter at Dior’. Harrods customers, said Harrods’ chief merchant Marigay McKee, appreciate the culmination of Dior’s heritage and cutting-edge luxury that Raf Simon represents. ‘Our customers love Raf’s curved heel Dior shoes – we can’t keep them in stock. They’re modern, they’re sexy and timeless.’

Dior at Harrods is open now until April 14.